Toronto Star

FROM WATERLOO TEEN TO YOUTUBE SENSATION

The Internet star’s new book touches on beauty and fashion, as well as anxiety and depression.

- KATRINA CLARKE STAFF REPORTER This interview has been edited and condensed.

Growing up in Waterloo, Ont., Estée Lalonde was an introverte­d kid who had trouble making friends. Now, she’s a 26-year-old YouTube sensation, living in London and partnering with brands like Burberry and The Body Shop.

Fittingly, Bloom is the name of her new book, published by Appetite by Random House and on shelves now for $28. In it, she focuses on beauty, body image and fashion, while also discussing her experience with childhood anxiety and the depression she experience­d after moving to London at the age of 19 to be with her boyfriend.

The book is a physical addition to her already establishe­d online empire, including her Instagram account with 684,000 followers, her Twitter account with 241,000 followers and her YouTube channel with 1.1 million subscriber­s.

The Star sat down with Lalonde during a recent visit to Toronto.

Why a book?

Everything I do is online. I’ve never really had that moment where I’m like, “Wow, I made this.”

You can see the views on the Internet but it’s not tangible. I wanted to challenge myself.

How did you start blogging?

When I moved to England seven years ago, I was really upset and I didn’t know what to do. I was feeling down and wearing big, baggy clothes. One day I was like, “Maybe I’ll get some makeup and cheer myself up.” I wasn’t even really into makeup at the time. I started googling “best lipstick” and then I was like, “Oh my god, look at all these blogs!” I didn’t even know what a blog was back then. I read them for a couple of months and I was like, “I’m not really doing much else, I could probably make my own.” I blogged for six months before I started making videos. That’s how it started.

Who are your fans?

My main audience is 18 to 25. And then 25 to 30-ish. Mostly women.

What is it that makes these people want to watch you?

I think just the fact that I’ll go on camera with no makeup on and you can see how many zits I have. I think people are like oh, she’s not always glamorous and wearing heels. I show both sides — that’s relatable.

Starting out, what was challengin­g?

Really, for three years, I wasn’t getting paid to do this. It was a passion and it was fun but it was a hobby. I didn’t know back then, this could be a job. I remember someone was like, “Do you have ads on your videos?” And I was like, “No, what’s an ad on a video?”

How do you get paid now?

Ads that appear before videos, sponsored videos and brand partnershi­ps. For instance, I’m working with Adidas as an ambassador for the next year. I think bigger brands are starting to be like, “OK, these people have a cool platform and how can we work together?”

How important is it to you to be transparen­t about partnershi­ps and saying when you’ve been gifted items?

It’s essential. And you have to by law. I want to do it too — I’m proud of every collaborat­ion I do. When I say yes, it’s because I love the brand.

You talk in the book about going through depression when you moved to London. Tell me about that.

I had anxiety when I was a teenager. When I moved to England, it was a whole other ball game. I just felt so numb for so long. I was so embarrasse­d by it.

I moved to England to be with this amazing guy who loves me and I’m living in a cool flat — why am I not happy? There’s guilt that goes along with it. I didn’t know how to talk about it. But there were so many people online talking about it — it made me feel like I’m not alone in feeling this, that it is OK to feel this way.

Why is it important for you to get offline?

I’ve spent my entire life on the computer, which has obviously paid off because I get to do cool things like write a book. Now, I’ve set boundaries. After 7 p.m., I try not to go on my laptop or my phone. We have a no-laptop-in-the-bedroom rule, no working on the weekends. I think it’s important for the mental state to switch off.

What’s your best beauty tip?

I do face masks in the morning. It’s some chill time before doing my hair and I really like it. I use sheet masks. I really like the Lancôme one and this one by SK-II and the Garnier one if you want a cheaper option.

 ?? RICK MADONIK/TORONTO STAR ?? Estée Lalonde is a Canadian-born YouTuber who lives in London and recently published a new book, Bloom.
RICK MADONIK/TORONTO STAR Estée Lalonde is a Canadian-born YouTuber who lives in London and recently published a new book, Bloom.

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